International Survey of Global Buying Preferences
by Donald A. DePalma, Benjamin B. Sargent, Renato S. Beninatto
September 28, 2006
September 28, 2006

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Many firms still debate whether it makes business sense to globalize their online marketing, online commerce sites, and call centers. Nonetheless, research dating back to 1998 indicates a high propensity for people to buy in their own language. This Quick Take summarizes some details of our full report "Can't Read, Won't Buy: Why Language Matters on Global Websites" on the subject of global buying preferences. Until our full report became available, there had been no large-scale behavioral study of consumers to support the return on investment of website globalization.

  • Global Leaders
  • Industry Providers
  • Registered Users
  • Technology Vendors

Pages: 2

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